Oreo’s Holiday Ad Follows Santa’s Elf on his First Christmas Cookie Run

What kind of cookie does Santa want to find when he arrives to deliver the Barbie Dreamhouse you always wanted? If you’re asking Oreo, he’s drooling over a sleeve of double-stuffs. “Oreo is trying to flip the script and ask, what does Santa want for Christmas?” Kamila De Maria, Oreo’s brand manager, told Adweek. “Every…

PopSugar’s Sugar Chalet Is a Curated Winter Wellness Retreat

The only precipitation in New York City this weekend is likely to be rain, but PopSugar is forecasting a blizzard at its ski-themed “winter wonderland” in Bryant Park. Sugar Chalet is a one-day retreat inside the glass-enclosed Overlook space decked out in lots of faux snow, featuring curated brand activations, holiday shopping, mini-makeovers, cooking workshops,…

Friendsgiving’s Popularity Has More Brands Engaging Consumers Around the Unofficial Holiday

Friendsgiving has become a popular companion event to Thanksgiving–or even an alternative one for people who can’t or don’t celebrate the official holiday–and the trend of friends gathering to celebrate the unofficial holiday isn’t slowing down. According to data collected by online invitation website Evite, Friendsgiving events have grown an average of 34.8% year-over-year for…

How CMO Jennifer Breithaupt Built Brand Love at Citi ‘From The Inside Out’

PALM SPRINGS, Calif.– When Jennifer Breithaupt took over as global consumer CEO of Citi in 2017, she was tasked with injecting more emotion into the financial services brand to differentiate the brand. As Breithaupt quickly found out, that required a near-complete overhaul after asking how the organization was showing up. “We weren’t that proud of…

Eat Spaghetti With Maple Syrup at Wyndham’s Over-the-Top Elf Suite

If you’ve ever wanted to recreate the scene in the classic holiday film Elf where Buddy pours maple syrup, candy and Pop-Tarts on spaghetti and eats it with his hands, Club Wyndham is giving you the chance. The vacation club is set to open a suite themed around the Christmas comedy starring Will Ferrell at…

How the Macy’s Thanksgiving Day Parade Ballooned Into a Cherished Holiday Tradition

On Friday, Nov. 28, 1924, The New York Times carried an item on page 15 about Santa Claus making an early seasonal appearance: “With a retinue of clowns, freaks, animals and floats, the bewhiskered man in red … arrived at 9 o’clock yesterday morning.” The story, measuring just a few column inches, was a throwaway….

Golden State Warriors Open Hooptopia Pop-Up to Promote Chase Center

The success of themed “museums” aimed at the Instagram crowd has led brands in multiple industries to execute their own versions, and professional basketball is the latest to hop on the trend. The Golden State Warriors partnered with one of the biggest names in social media-friendly pop-ups to launch their own experience designed to take…

Focusing on Hospitality Made the Taco Bell Hotel So Successful

Pool floats resembling hot sauce packets, manicures with the word “Fire!” on nails, and even a Mountain-Dew inspired Baja Blast drink–these were just a few of visitors’ favorite things at the Taco Bell Hotel. The brand activation, produced in partnership with Edelman and United Entertainment Group, garnered 4.4 billion impressions from the event, with more…

Netflix’s Charitable Holiday Pop-Ups Celebrate First Original Animated Feature

To build buzz around its first animated feature film, Netflix decided to get into the holiday spirit. The streaming service this week unwrapped three giant mystery gifts in New York, Chicago and Los Angeles to kick off a charitable campaign around the holiday film Klaus, which was released today. The activations launched Netflix’s larger “Letters…

You Can Literally Slide Into DMs at Visible’s Phone-Themed Experience

Smartphones mean we usually can’t go an hour, let alone a day, without receiving or responding to texts, notifications and DMs. Verizon-owned carrier Visible has taken these rituals and other familiar aspects of smartphones and turned them into a playful installation called Phonetopia. The pop-up consists of interactive–and, of course, Instagrammable–vignettes inspired by the basics…

Pepsi Creates Its Own Sparkling Rosé for Bravo Fans

Ros? is the drink of choice for stars of Bravo series including the Real Housewives and Vanderpump Rules, so Pepsi has decided to treat fans of the shows to its own take on the pink wine. Attendees of BravoCon, the NBCUniversal-owned network’s first fan convention taking place Nov. 15-17 in New York, can sip Pepsi…

Angry Birds Celebrates 10th Anniversary With Anger-Powered Scooters

Sometimes, screaming is necessary after a bad day–and Angry Birds is encouraging you to let it out. The mobile game and film franchise is celebrating its 10th anniversary this year, and to drive buzz Angry Birds developer Rovio Entertainment partnered with agency Droga5 to launch “Bring the Anger,” an integrated marketing campaign that shows how…

From Drag Queens to Pizza Delivery, JetBlue Is Having All the Fun

PALM SPRINGS, Calif.–From flying iconic New York pizzas to hungry Californians to creating a (parody) airline safety video starring drag queens, nobody’s having more fun in the sky than JetBlue. At Adweek’s 2019 Brandweek summit, JetBlue’s vp of marketing Elizabeth Windram and her team took home the Alliance Award at the 2019 Constellation Awards for…

BuzzFeed and Chase Open a New York Knicks-Themed Pizza Parlor

BuzzFeed has recently turned to experiential as a way to evolve its brand partnerships beyond branded content and media, with efforts that have included outdoor conference cabins in partnership with Delta and a pop-up for dogs with Petco. The media company’s latest co-branded experience, created as part of its ongoing partnership with Chase, has turned…

As Vulture Festival Turns 5, How It’s Keeping Fans and Sponsors Engaged

Vulture Festival is known for engaging pop culture fanatics through creative live events and sponsor activations, and as New York Magazine puts on its fifth edition this year, the event is doubling down on fan experiences. The festival’s third West Coast edition, which runs Nov. 9-10 at the Hollywood Roosevelt in Los Angeles, comes after…

Why Arby’s Is Opening a Steakhouse Named After LaDainian Tomlinson

Multiple steakhouses have been opened by pro football players, and soon LaDainian Tomlinson will join the likes of Vince Young, John Elway and Mike Ditka with his own branded restaurant, thanks to a new campaign from Arby’s. To promote the fast food chain’s new Petite Filet Steak Sandwiches, the brand has partnered with Tomlinson, a…

Why One Ikea Location Suddenly Has Quotes Around Its Name

Typically, seeing quotes around a brand name would make you understandably wary, in the same way you’d be reluctant to eat something that someone described with air-quotes as “food.” But with Ikea’s Wembley location in London, there’s a good–albeit a bit obscure–reason why the chain has put quote marks around its name on the front…

Audi’s Ambitious Mixed-Reality Game Pushes the Limits of Branded VR

Audi is doubling down on the “Tron” part of its E-tron electric vehicle brand with a new “hyper-reality” experiential space that seems to channel the futuristic ethos of Disney’s classic sci-fi adventure film. Open for just two three-week stints in Madrid now, and later in Barcelona, the interactive space features a series of puzzles and…

To Celebrate the Breaking Bad Movie, Domino’s Hid Pizzas on Rooftops in Brazil

When you think of Breaking Bad, you probably think of meth. But a close second is…well, harrowing moments of nihilistic violence, most likely. But a close third is that one time teacher-turned-druglord Walter White angrily tossed a whole pizza on the roof of his house. Understandably, Domino’s Brazil has chosen to reference that last plot…

Inside Amazon Prime’s Museum of Modern Love Pop-Up

What does love look like? The Museum of Modern Love (MoML) offers an interactive experience of modern love through a free, limited pop-up in New York tied to the premiere of the Amazon Prime series Modern Love on Oct. 18. More brands and shows are getting into the experiential marketing game, and museum-esque pop-ups are…